More Canadian consumers seeking green products and services in current economy

Tork Green Business Survey Infographic (CNW Group/SCA)

Tork Green Business Survey Infographic (CNW Group/SCA)

Tork Green Business Survey indicates high expectations from consumers on
environmental offerings and claims

OAKVILLE, ON, July 14, 2014 /CNW/ - Canadians are increasingly looking
for green products and services, and many are even willing to pay more
for them, but they may be selective on which they choose based on the
strength of environmental claims. The findings, that suggest an
important shift to mainstream green purchasing practices, are a result
of an inaugural survey on green purchasing behaviours and attitudes in
Canada commissioned by SCA, the maker of the Tork® brand of away-from-home hygiene products. As an international leader in
creating an ethical and sustainable marketplace, SCA worked with Leger
in Canada to capture in-the-moment consumer insights that reflect
market trends.

"The key takeaway for Canadian organizations is that 86 per cent of
Canadians are buying green, so products and services with environmental
claims are likely a fundamental driver in a customer's purchase
decision," said Mike Kapalko, sustainability marketing manager for
SCA's North American away-from-home professional hygiene business.

However, most of those purchasers look for third-party certification (33
per cent) or conduct their own research (24 per cent) to verify claims.
This fact combined with the knowledge that their prime purchase driver
is the care of the environment itself (48 per cent) rather than other
motivations means organizations should showcase their environmental
commitment beyond their direct business offer.

"It's not enough to say something is biodegradable or sustainable to
keep ahead of the curve," said Kapalko. "If they haven't already,
companies will need to determine how to incorporate meaningful
sustainability strategies into their business and production practices.
This could mean finding new suppliers with sustainable alternatives, or
identifying operational areas of 'green improvement' that are cost
effective and efficient."

Whether they are early adopters or just picking up on the trend,
Canadians on the whole are strong believers in green products and
services, with 43 per cent believing that it is just getting started,
and 39 per cent believing it is the new norm.

'Green' Shoppers - who they are
An interesting nuance in the Canadian study is found in the age and
family demographics of 'green shoppers'. While surveys in other
geographies indicate a strong propensity for millenials (under 34) to
lead the pack in adopting green purchasing habits, in Canada the survey
results suggest that older green shoppers are more likely to do so
because it is better for the environment (52 per cent of Canadians over
55 vs. 39 per cent of Canadians under 34). In addition, households with
children indicated a stronger likelihood to purchase green products and
services (91 per cent) than the 84 per cent of respondents without
children.

Shopping 'green' and the economy
"A clearly optimistic finding of this survey is that 'green' products
and services are no longer subjected to the forces of the economy,"
says Kapalko. According to the Tork Green Business Survey, for most
'green' consumers in Canada (60 per cent), the recent economic changes
have had no effect on the amount of green products or services they
purchase. Actually, one-in-five (19 per cent) 'green' consumers have
increased their green purchase habits, while only 8 per cent have
decreased that amount as a result of economic conditions. Only
one-in-six Canadians surveyed did not buy green products.

Canadians willingness to pay more for 'green'
The 'green' profile of products and services is scrutinized now more
than ever by Canadians, 43 per cent of whom indicated they are more
willing to pay more for products and services that are ethically and
responsibly manufactured or delivered, to the tune of the following:

31 per cent would pay up to 10 per cent more;

10 per cent would pay 10-20 per cent more;

2 per cent would pay over 20 per cent more than they pay today.

These findings are tempered by income levels and education, as Canadians
with household income under $40,000 are less willing to pay more for a
product manufactured ethically (58 per cent vs. 40 per cent of
Canadians with greater income).

Survey Methodology
This survey, using Leger's OMNIWeb Canada, was completed online between
May 12 and May 15, 2014 using Leger's online panel, LegerWeb, with a
sample of 1,504 Canadians. A probability sample of the same size would
yield a margin of error of +/- 2.5%, 19 times out of 20. Leger's online
panel has approximately 460,000 members nationally - with between
10,000 and 20,000 new members added each month, and has a retention
rate of 90%. Panel members are randomly selected to receive email
invitations to the individual surveys.

About Tork®
The Tork brand offers professional hygiene products and services to
customers ranging from restaurants and healthcare facilities to
offices, schools and industries. Products include dispensers, paper
towels, toilet tissue, soap, napkins, and industrial and kitchen
wipers. Through expertise in hygiene, functional design and
sustainability, Tork has become a market leader. Tork is a global brand
of SCA, and a committed partner to customers in over 80 countries. To
keep up with the latest Tork news and innovations, please visit: torkusa.com or tork.ca.

About SCA
In North America, SCA produces the Tork® line of dispensers, towels, tissue, soap, napkins and wipers used in
commercial settings such as office buildings, restaurants, schools and
healthcare facilities and the TENA® line of incontinence care products used by consumers at home and in
healthcare facilities. TENA and Tork are the global leading brands in
their categories. For more information visit www.sca.com/us.

SCA in Canada operates nationally employing 280 people with head offices in Oakville,
Ontario and manufacturing facilities in Drummondville, Quebec.

Globally, SCA is a leading hygiene and forest products company. We develop and
produce sustainable personal care, tissue and forest products. Sales
are conducted in about 100 countries under many strong brands,
including the leading global brands TENA and Tork, and many regional
brands. As Europe's largest private forest owner, we put great
emphasis on sustainable forest management. SCA has about 44,000
employees. Sales in 2013 amounted to $14 billion. SCA was founded in
1929, has its headquarters in Stockholm, Sweden, and is listed on the
NASDAQ OMX Stockholm stock exchange. More information at www.sca.com

Sustainability
SCA delivers sustainable solutions with added value for our customers
from safe, resource efficient and environmentally sound sourcing,
production and development. Recent third party accreditations for the
SCA sustainability work include Dow Jones Sustainability Index 2013,
the WWF Environmental Paper Company Index 2013, and Ethisphere -
World's Most Ethical Companies 2014.